In recent years, there has been a noticeable surge in the popularity of women’s sports, prompting Nielsen to suggest that it may be the best bet in sports content right now. From the remarkable 24 million viewership of the final game in the 2024 Women’s NCAA tournament to the UK’s National Women’s Soccer League experiencing a 17% increase in interest, the momentum behind women’s sports is undeniable. The global women’s sports industry has seen a staggering 300% increase in revenue since 2021, overtaking viewership records for men’s leagues.
Recognizing the burgeoning potential in the women’s sports market, iHeartMedia and Deep Blue have strategically unveiled the Women’s Sports Audio Network at Cannes Lions. This bold move is designed to seize the expanding audience and fuel the growth of women’s sports. The launch of the Women’s Sports Podcast Network is a significant step towards enhancing fan accessibility, a key factor in the growth of women’s sports. Nielsen’s data further underscores the potential of this market, revealing that WNBA fans are more likely to engage with brands online, share through word-of-mouth advertising, and have a higher conversion rate for purchases.
The Women’s Sports Audio Network, in collaboration with renowned brands such as e.l.f. Cosmetics and Capital One, is poised to meet the increasing demand for women’s sports content. The network’s flagship show, “Good Game with Sarah Spain,” aims to provide daily news coverage of women’s sports, catering to the growing interest in such content. With an anticipated reach of approximately 75 million daily listeners, the network is ready to meet the urgent need for more women’s sports content.
Deloitte’s projection that the global women’s sports industry is on track to surpass the $1 billion mark in 2024 further underscores the immense potential of this sector. Nielsen’s TV viewership data also highlights significant growth, with the 2024 Women’s NCAA tournament attracting nearly 19 million viewers and peaking at 24 million for the final game, surpassing the men’s final for the first time. This trend extends beyond basketball, with initiatives such as Tennis Channel’s dedicated “Women’s Day” contributing to a 17% surge in interest in the UK’s National Women’s Soccer League between 2023 and 2024.
Nielsen’s research emphasises the diverse nature of global women’s sports fans, with 43% being male and skewing towards a younger, tech-savvy demographic. Furthermore, data indicates that these fans are highly engaged consumers, with 74% serving as the primary income earners in their households. The habits of WNBA fans, as analysed by Nielsen, reveal a strong propensity for online brand engagement, word-of-mouth promotion, and actual purchase behaviour, highlighting the significant marketing potential within this demographic.
To sustain women’s sports’ momentum, Nielsen advocates for enhanced accessibility and visibility, stressing the importance of mainstream exposure and brand support through “consistent and authentic” sponsorship. The launch of the iHeart Women’s Sports Audio Network and Women’s Sports Podcast Network addresses this need, aiming to broaden the reach and coverage of women’s sports across multiple platforms.
The introduction of the “Women’s Sports Reports” across iHeart-owned broadcast radio stations nationwide, along with upcoming podcasts like “Good Game with Sarah Spain,” is poised further to amplify the presence of women’s sports content. With an estimated reach of 75 million daily listeners, this initiative, supported by major brands, is set to play a pivotal role in the continued growth and amplification of women’s sports narratives.
